Advertising. Suggestions for Funeral Service. What is advertising?. The ART of MAKING the PUBLIC AWARE of the SERVICES or COMMODITY that the BUSINESS has for SALE. What is advertising?. CALLING SOMETHING TO THE ATTENTION OF THE PUBLIC BY USE OF PAID ANNOUNCEMENTS
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Suggestions for Funeral Service
they are NOT synonymous
Known as the 4 P’s of marketing
should reflect your marketing strategy
‘Bait & switch’ is not ethical
Must be factual
(this was one reason why NFDA prohibited price advertising by members into early 1970’s)
NJ has stipulations
expenditures to increase communication efforts
which increase awareness and
gives consumers reason to prefer your firm over another
but are not advertising
Ad? PR? Promotion?
specialty itemsAdvertising MEDIA
How to accomplish?
spending time with family
be sure your message is understandable
self mailers for better reply
No one buys solely for features - it’s the benefits they want!!
Ex: world’s best grass seed v. world’s best lawn!!
XXX horsepower engine v. 0 - 100 mph in 6.5 sec.
Peace of mind
Pay for funeral at today’s prices
Make decisions without the emotion
Don’t leave the burden on your children
Arrange the type of funeral YOU want
Use ads in spurts
Keeps ad fresh
When use same ad takes 5x for readers to notice message
Use short column or many paragraphs
Doesn’t generally attract people
Some will perceive the grand facility with high prices
before Thanksgiving / after Easter
reason: older families go South
oftenlower rates available Jan -- Mar
easier to see whole ad
UNLESS appealing to large ethnic population or foreign language directory
(Do people really use them? Do you?)
Encourages people to keep them
consider local newspapers v. metro
“ direct mail
“ cable TV